Browsing by Author "Bisrat Mulugeta"

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    Factors Influencing Online Purchase Intentions at Addis Ababa University College of Business and Economics: a Case Study of Kiosks
    (A.A.U, 2024-01-11) Bisrat Mulugeta; Abera Legesse (PhD)
    This study investigates the factors influencing online purchase intentions among students at Addis Ababa University College of Business and Economics, focusing specifically on kiosk services. As e- commerce continues to grow, understanding the determinants that affect students' willingness to engage in online transactions is essential for enhancing service delivery and marketing strategies. The research employs a mixed-methods approach, combining quantitative surveys and qualitative interviews to gather data from a diverse sample of students. Key factors examined include perceived ease of use, trust in online platforms, social influence, and perceived value. Findings indicate that trust and perceived ease of use significantly impact students' intentions to purchase online. Additionally, social influence plays a crucial role in shaping purchasing behaviors within the university community. The study concludes by providing recommendations for kiosk operators and policymakers to improve online purchasing experiences, ultimately fostering a more robust e-commerce environment in academic settings. This research contributes to the existing literature on online purchasing behavior in developing contexts and offers insights for future studies on e-commerce adoption among university students. Keywords: online shopping, purchase intention, Addis Ababa University, e-commerce, student behavior, trust, social media marketing.